[Crossville, Tenn.] Crossville Tile will roll out a new three-tiered marketing and merchandising program at Coverings that simplifies the product selection for consumers and helps dealers increase sales.

The result of eight months of market research, in-field studies and focus groups, it incorporates displays, promotional plans and dealer education. “We are building this for people who want to be truly invested in the brand,” said Lindsey Waldrep, vice president of marketing for Crossville.

The first tier is a 4’ x 2’ wing display. “It’s the most efficient way to showcase a new line for someone who is not familiar with it or for those who do not know what they want,” explained Waldrep.

A 4’ x 4’ footprint provides a wing display and concept panels. “We discovered that a lot of people think that Crossville only does field tile, and they didn’t realize we offer all the bling, or jewelry or accessories,” Waldrep said.

A large display system takes inspiration from department store makeup counters. “You go there and talk about your problem areas, and you think about the different tools, the colors and what outfit you may buy,” Waldrep explained. “We have a great team of strong women at Crossville who have had a huge impact on how we designed this display, from a function and from an aesthetic perspective.”

The displays focus more on higher end, hybrid products that are right for residential and Main Street commercial. It works well for kitchen and bath design showrooms.